Internet Marketing and Consumers Online: Identification of Website Attributes Catering to Specific Consumer Intents in a Digital Paradigm

Literature Review

In the twenty-first century, e-commerce and online shopping have reached a stage of steady growth. To encourage consumers to shop online, internet advertising has become one of the most important marketing strategies (Wu et al., 2011). Electronic commerce is rapidly changing the way people do business all over the world. In the business-to-consumer segment, sales through the web have been increasing dramatically over the last few years. Customers, not only those from well developed countries, but also those from developing countries, are getting used to the new shopping channel (Cheung et al., 2003). An organization’s key to survival in the new information age revolution is in its ability to successfully integrate and adapt its management practices with new information technologies offered by the internet (Cudmore et al., 2011).